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Tips for tracking press potentials

Keeping up-to-date on your press potentials
(opportunities) is an important part of the PR process.Whether you are working from an Excel
spreadsheet, Word Document or a system like MyPressConnection (MPC), you should
make sure to record all potentials and track the progress.We use MyPressConnection to automate this
process and to track the stage of the potential.We work in a dynamic environment, so
capturing the correct data each time is paramount to our success.

General information that you should always try to have
for each press potential:

It is helpful to update the “Stage” of your press
potentials.On our system, we have a
standard drop down menu set-up to select which stage we are at for each
potential.Please see an example list
below.

1. Prospect

2. Qualification
of feature

3. Feature agreed

4. Waiting for photo shoot

5. In photo shoot

6. Waiting for interview

7. Waiting for fashion show

8. Sent high res imagery

9. Waiting for publication to come out

10. Items delivered to celebrity

11. Closed Won

12. Closed Call In

13. Closed Visit

14. Closed Lost

We call this our Press Pipeline.We work very hard to communicate key messages
and show imagery and samples to be considered for editorials, features and
photo shoots.It would be a shame to
work so hard to build brand awareness and good relationships with the press to
lose out on coverage because of not properly tracking potentials.

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